How La Colombe Opened New, Profitable Sales Channels with Giftable Subscriptions and Gift Cards

Revenue Generated

14% increase in subscriptions and Gift Card sales

New Sales Channel

Gift subscriptions, e-gift cards

Exchange rate decrease

35%

La Colombe is a boutique coffee roaster and brewer with 29 cafes across the United States. Their online shop provides unique beans and blends to the discerning coffee drinker around the world. La Colombe offers both one-time purchases and monthly subscriptions.

Challenge:
Increase Revenue Stream, Unlock New Sales Channels and Minimize Exchanges

La Colombe’s marketing team always knew their products would make excellent gifts, but had no way of managing the gifting process from the back end. They needed a flawless gifting service that would be compatible with their subscription product.

 

La Colombe also wanted to increase gift card sales, but were dissatisfied with their in-house gift cards for several reasons: the in-house gift cards were not sent directly to the gift recipient, couldn’t be scheduled for specific dates, and couldn’t be included in seasonal discounts or sales. These limitations restricted their purchase and usage, and certainly their ability to be marketed as special day rewards.

Solution:
Enhance Gift Cards and Gift Subscriptions, Open a New Target Market and Reduce Costly Exchanges

By implementing Rise, La Colombe unlocked an entirely new gifting sales channel, enabling their customers to give both one-time gifts and gift subscriptions electronically. With Rise, givers who wanted to gift premium coffee subscriptions were suddenly able to select the subscription start date, even months ahead. The new system provided the ability to prepare a beautifully designed, personalized e-card, informing their chosen recipient of the extravagant gift waiting for them – to be delivered on the day of the occasion.In addition, since Rise made it easy for gift recipients to exchange their gift prior to fulfillment, shipping and operational costs associated with exchanges dropped by 35% overnight.Most importantly, Rise enabled La Colombe to capitalize on an entirely new market: gift recipients. Prior, the relationship with gift recipients was non-existent and the relationship with gift buyers died upon fulfillment, categorizing gift sales with exceptionally low CLV (Customer Lifetime Value). With Rise, however, each gift purchase opened not one but rather two tickets in the back end of the system. The first ticket, as always, held traditional gift buyer information. The second new ticket held the gift recipient’s information so La Colombe could proactively market to this new audience, potentially turning each recipient into a loyal, returning customer, enhancing their CLV and the value of the purchase altogether.

The gifting experience Rise enabled made our customers so happy and so loyal! They love sending egifts, and now that it’s all personalized and the options are embedded, it’s such an enhanced experience.

Another big draw for us was the ability to get the recipient’s email address and full information. Our relationship with gift recipients used to die once the gift had been given. We couldn’t track the recipients or turn them into any kind of new target market. Now that we naturally get their email as part of the Rise process, these are 400 new customers that we can capitalize on!

Kristin Gelches Sr Manager,
Ecommerce & Digital Marketing at La Colombe

Results:

14%

increase in subscriptions and Gift Card sales

35%

exchange rate decrease

More than

$20K

in gift revenue

Reaching a new market

Gift Recipients

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